In the glaring aftermath of the Ray Rice video released yesterday, an unsettling domestic abuse hashtag began trending: #whyIstayed. The hashtag is sobering access to a forum on why women stay in abusive relationships — apparently DiGiorno’s Pizza did not know this.
DiGiorno’s, which runs a lively and fun Twitter feed in an attempt to make the most of social media marketing, then tweeted the following cringe-worthy in hindsight message:
Ugh. They deleted it quickly after discovering what they’d done, but not before screenshots aplenty were taken and a sharp backlash was mounted. Now DiGiorno’s is in that awkward place of figuring out how to unscrew the proverbial pooch.
Perhaps brilliantly, they’ve decided to take the approach of directly apologizing to every person they offended. It’s a bold move, Cotton; let’s see if it works.